If you must go to SXSW
I first went to SXSW in 2009, the year Foursquare launched. I say that not for street cred (digital cred is worthless on the streets), but to date myself and the environment.
At the time, I worked in the digital division of a traditional media & broadcast company, and they were dying. I think it was the second round of furloughs that “awarded” us with an extra 10 days of (unpaid) leave that made me realize if I didn’t become the change I wanted to see in the world, I’d be left in the cold alongside their dwindling classifieds section.
I snagged an Interactive ticket from Craigslist (under $400 if I remember correctly) and pulled favors from my Austin friends to sleep on an inflatable mattress for the week. At the time, I didn’t know anyone going to SXSW during the tech week. Everyone asked which bands I’d be seeing and were uninterested when I told them about meeting a guy named Gary V. who sold wine through twitter or the Bobblehead I got from the founder of Reddit.
When I last attended in 2015, it was clear the game had changed. It had become a constant battle to fight the noise, and I left both fulfilled and exhausted. Startups had inundated every surface with their stickers, posters, and swag. The start-up parties of yore were now exclusive VIP events with little room for anyone not on the list. While there were tons of free sessions sponsored by brands like Samsung, CNN, and Fast Company, they also now had the long lines that permeated all of the popular badged sessions. It was a constant scramble to find the next quest before the current one ended, and considering half of the time it ended in tacos, it was well worth the journey.
So, you still want to go to SXSW in 2018? I do too, and here’s what I suggest:
1. Get a badge — It’s still the best way to see the conference, especially if it’s your first time. You’ll have hundreds of sessions to choose from, and even if you or your corporation pays a premium (currently $1325) for the ticket, you can count on at least a few hundred of that being offset with coffee, taco, and beer happy hours. (If you don’t have a badge yet, seriously, check Austin-Craigslist for last minute cancellations.)
2. Don’t sleep — Wake up early. This has been the underlying advice for every year. There’s so much to see and do, and with well-placed coffee breaks throughout your day, you’ll keep the party going. There are plenty of planned and spontaneous meet-ups at breakfasts before the sessions start and some around 11pm when those who aren’t going out to party all night peel off and find their way to late-night tacos (Chi’lantro or Torchy’s). You can find meaningful connections at SXSW, but not if you’re asleep in your hotel room.
3. Avoid the elites — You’ll quickly pick up on some people who think they’re better than you, move on quickly.
4. Don’t drink (to excess) — This may be based on personal preference, but I think if you’re looking at SXSW as a chance to let loose, there are better ways to spend your time. Sure, there are happy hours from noon till night, but in order to keep up a grueling schedule (and to get a leg up on your peers who may over-indulge), take it easy with the partying.
5. Make new friends — You could spend the entire conference rolling with your strategy team, but then you’d all end up with the same experiences and little to show for it. I’d suggest not going with more than 1–2 friends at a time, and always look for opportunities to make new ones. You never know who you might end up having dinner with.
6. Say yes — This improv comedy mantra has served me well at SXSW. I’ve met tons of great people and had unforgettable experiences by saying yes to something I’d typically be adverse to (like karaoke, don’t get the wrong idea).
On-the-ground tips:
- Skip the keynotes. They’re live streamed, can be found later, and you’ll waste hours in line waiting for them to start.
- Target who you want to meet up with, find a quiet cafe, and slide into those DMs. Most people I’ve found are flattered that you appreciate their work and would happily meet with you.
- Try to get to the East Side. It may be completely overrun by now, but for a while, the events and venues on the East Side were a bit less of a mess than the convention center and Sixth Street. You’re also more likely to meet locals willing to share a slice of their Austin with you while waiting for food trucks at the end of the night.
- Hit the Interactive Awards. Typically the food is decent, the crowd is light, there’s a good comedian, and you can meet a bunch of people over dinner. Slip out if it runs long, but it’s a good in-between time and saves you from running out to another dinner.
- Say yes to free food. Some of the best spots will be giving out free food thanks to how out of control the marketing has gotten. Keep your eyes peeled, and save some cash.
- With that saved cash, treat yourself to an escape meal. Take an evening, find a spot you really want to try (Elizabeth Street Cafe is mine), and either invite someone for a 1–1 dinner, or take yourself. It’s amazingly restorative.
- Happy Hour at Hotel San Jose is also always a good escape from the madness.
Rest up, plan well, and have fun. Now I’m wishing I was going with you.
